Precise TV has released its latest "Precise Advertiser Report: Kids (PARK)" report that unpacks the media consumption habits and purchase decisions of parents and kids aged two to 12 years old, aka Generation Alpha, widely agreed upon to be kids aged approximately 13 and younger. The bi-annual PARK report confirms YouTube remains the number one most-watched platform for families but reveals gaming is an undeniable juggernaut in terms of dominating kids' attention. Gaming trails only YouTube and VOD as the most consumed category of entertainment.
The reports state that 95% of parents and kids aged 2-12 watch YouTube together, and parents assert they're 60% more likely to purchase a product advertised while co-viewing with their kids. Moreover, gaming content is the third most popular media consumption category for kids; 6 in 10 kids play mobile or tablet games where they recall ads and introduce purchase decisions to parents.
"These COPPA-compliant demographic insights into Generation Alpha are unparalleled in the market," said Christian Dankl, Precise TV Co-Founder and Chairman. "One trend we're helping brands capitalize on is short-form video gaining more attention from kids. Gen Alpha are regularly watching YouTube Shorts and TikTok, with almost 70% watching one to two hours every day. Gen Alpha also loves to game, with over half preferring to play mobile and tablet gaming. Favorite game types include building, fashion, and adventure. They also better recall ads they see when gaming."
"Gen Alpha is consuming content in two main ways: watching it on YouTube and playing mobile and tablet games. Combine this with the high return on ad spend of ads placed against gaming content, and it's clear why an entertainment icon like Disney is doubling down on the gaming genre with its recent investment in Epic Games," added Denis Crushell, Chief Commercial Officer at Precise TV.
PARK's additional insights about media consumption include that 95% of families co-view and nearly 50% co-view every day, while 7 in 10 co-view when watching YouTube on CTV, and more than 35% watch with two or more people. In that context, Paramount has achieved high ad recall rates against popular children's shows such as "Paw Patrol" and "SpongeBob SquarePants." The PARK report found that kids prefer mobile and tablet gaming over console gaming.
On the ad recall, product discovery, and purchase behavior, the report explained that 8 in 10 parents say their child has asked for something from an ad they have seen while co-viewing. Nearly 60% of parents are more likely to purchase a product they have seen advertised while co-viewing with their child, and 25% of kids have bought something they have seen after watching YouTube Shorts.
"YouTube truly dominates family attention in the living room, with YouTube co-viewing accelerating even more so on connected TVs. And with YouTube enjoying better ad recall and higher likelihood of purchases, it's no secret why we're seeing a mass exodus of traditional TV buyers come to Precise TV to implement a more deliberate YouTube-first media buying strategy," added Crushell.